THE ASK: Postition MAAX caffeine gum the go-to for gamers to stay locked in without leaving the game.

INSIGHT: Gamers don’t have time to pause, focus needs to be instant and uninterrupted.

BIG IDEA: Play without pause. Hunt the Gumlum.

CREDIT: AD: Ro & Dalya Rahman | CW: Zimo An

In-Game Activation

Each MAAX gum purchased unlocks a piece of the Rift map. Collect all four to reveal Gumlum’s spawn, turning the product into in-game intel, delivering instant, in-play focus, helping gamers stay locked and securing the buff.

E-Commerce Activation

Meeting gamers where they shop, Amazon ad placements drive discovery, promote the map mechanic, and convert interest into purchase—bringing players into the in-game experience.

Digital Ads

Extending beyond Amazon, MAAX reaches gamers on Twitch and YouTube, embedding the campaign into the content they watch and the moments they play.

Social Media

A high-impact social carousel introduces each flavour as a unique biome, inviting fans to choose their faction and engage before entering the Rift.

Paid social brings the hunt to players’ feeds—driving awareness and converting interest into purchase through targeted retargeting and promo codes.